Mother Put a Giant Breast on a London Rooftop for U.K. Mother's Day

Campaign Supporting Breastfeeding Urged People to #FreetheFeed

By Alexandra Jardine.Published on Mar 27, 2017

Editor's Pick

When your agency name is Mother, you're almost duty-bound to do something to mark Mother's Day. So all credit to Mother London, which came up with a project for U.K. Mother's Day yesterday that would certainly get noticed.

The agency decided to highlight breastfeeding, by placing a giant breast, made of canvas covered with plastic, on the rooftop of a building near its Shoreditch office. Nearby, flyers carried the hashtag #FreeTheFeed followed by the text: "Across the U.K., thousands of mothers feel watched and judged when feeding in public, be it from a bottle or from a breast. This is a celebration of every woman's right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices."

Ana Balarin, executive creative director at Mother (and new mum) told Creativity she is acutely aware of the situation: "Whatever your choices in life, you shouldn't be judged. Feeding shouldn't be taboo, it shouldn't be hidden and mothers shouldn't have to shy away from being mothers. But for many, they do. We wanted to show how this can be blown out of all proportion."